One may gain attention by wearing a fools cap. But he would ruin his selling prospects

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.

The weight of an argument may often be multiplied by making it specific

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

The time has come when advertising has in some hands reached the status of a science.

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.